Guest Post by Rachel Woloshin
Is adding more video to your marketing strategy on your list of New Year’s Resolutions?
It definitely should be.
Today’s consumers crave engaging, interactive content. A recent content marketing study says 55% of people consume video more thoroughly than any other kind. Leaving video marketing out of your toolbox could potentially cost you money.
Well-executed video content can give a human element to your brand. It can explain a complicated product, position your brand as an expert in the industry, or showcase company culture better than other forms of content.
With more access to tools and fewer creative constraints, it’s easier than ever to make video content that converts.
Making your first video is daunting, but when you follow these steps, it’s simple and achievable:
1. Determine the goal you want your videos to achieve.
As with any new marketing strategy, start with your goal. Do you want to drive traffic to your website? Increase brand awareness? Educate users about your company?
Your goal is the driving purpose for creating video content and every video should support it. Otherwise, your video marketing efforts won’t reach their full potential.
Consider making multiple videos to tackle different goals separately, since rarely does one video can capture it all.
2. Map out your short-term and long-term strategy.
For your video to be successful, it needs to be part of a long-term strategy. What kind of videos do you want to create? How many videos are going to be part of your campaign? Where will you publish your videos? Who is responsible for the content? How will you drive awareness of these videos?
Have all of your ducks in a row before you even put pen to paper.
Once you’ve documented your game plan, it’s time for kick-off.
3. Now it’s time to get creative.
Plan out each video you want to make and the resources you need. Determine if you can make the video content in-house or if you need to outsource anything.
If you’re planning a larger production, it’s best to let experienced professionals take on the shoot. If you’re not sure where to find a production company or crew to help you out, services like ProductionHUB have thousands of options to choose from in your area and budget.
It’s okay if you’re not the next Scorsese, but you’ll be able to find someone who can get the job done.
4. Lights, camera, action.
With all the revisions made to your script and your crew, it’s time to start recording. If you choose to shoot in your office, make sure you’re filming in a quiet area or when everyone is out to lunch.
You can even build a DIY office video studio in a conference room so you’ll always have a place to shoot.
Don’t have access to a high-end camera? No worries. With a few tricks, you can even shoot quality video on your smartphone.
5. Publish and optimize.
Once you have the final cut, it’s time to release your video out to the internet. Is your video meeting the goal you set out in the beginning?
If so, yay! Make more videos like it!
If not, how can you improve the next video in your series to better reach your target audience? The most important thing you can do when trying a new marketing tactic is to experiment with different social channels, delivery and content to understand what gets your audience’s attention and engagement.
There is no secret sauce to striking video gold. Creating an effective video strategy takes a lot of research, planning and iteration. With the proper preparation, you’ll be on your way to a fruitful 2018.
Image: Sam McGhee via Unsplash, Creative Commons CC0
Rachel Woloshin is the Digital Marketing Coordinator at ProductionHUB in sunny Orlando, Florida. Throughout her marketing career she has worked with companies in a wide variety of industries ranging from tech and venture capital to healthcare and higher education. Outside of the office, she’s a huge movie buff ready to talk shop. Connect with her on Twitter @woloshinr.
Thank you for the very helpful article, Rachel, and the feedback you shared in the comments. As Shonali said, I am one of those people who have had a fear of tackling video because I didn’t know how to get it “just right.”
I’m a writer by nature so it’s taking me a while to get the courage to try video. But, as you said, you just have to try it out and put out the first video. I hear from so many people who say that there first videos were horrible but they learned and grew from the experience with each video they made.
Thanks for the great link to the article on getting quality video on your smartphone. I’m about to dive into that and it looks like it has a lot of great insights!
I’ve already told you this, Kelly, but I’ll say it again – you are just LUMIMOUS. So get yourself to video pronto! xo
Thanks for the kind words, Kelly!
Getting started is often the hardest part of trying anything new, but it sounds like you’re already on the right path. Good luck with diving into video and I hope these tips help you!
Such a great post, Rachel! I think a lot of times people get stuck in fear, i.e. will the video be good enough, will it get engagement, etc.? Do you have any tips on overcoming those fears and just getting started?
In this case, I think it’s best to just “eat the frog” and put out that first video. It’s daunting to start a whole new tactic like video, but once you get the first one out of the way, it becomes much easier to optimize your process and determine what’s best for your audience. Creating video content does get easier over time.
Personally, when I’m overwhelmed by a new project I’ve never attempted before, I break it up into manageable tasks that I know I can get done. I would start with “why do I want to create video content?” and figure out my overall goal. From there, the strategy will begin to take shape.
Setting expectations in the beginning can also help you overcome fears. Don’t put unnecessary pressure on yourself to create the most creative, most popular viral video that the world has ever seen. It’s okay if you don’t win any Oscar gold! Judge the success by measuring the KPIs that align with your goal.
Ripping off the video band-aid isn’t easy, but you’ll learn a lot and you won’t regret it!
“Eat the frog”… love it!
Your comment in and of itself is such a gem, Rachel. Thank you again for these great ideas!